Unwrapping 2020: Insights from 1-800 Flowers' Holiday Trends Report

For their 2020 holiday campaign, 1-800 Flowers aimed to create a year-end trends report, leveraging their unique consumer data due to the surge in online gift-giving that year. This data included details like message content, types of personalized gifts, recipients (friends, family, or community), delivery distances, and more. Collaborating with a data analyst, we distilled this information into key insights, which were then presented in three meticulously designed mini-sites. Each site featured highly customized mini-infographics, all distinctly branded for 1-800 Flowers. This project was an enjoyable fusion of data analysis, sentiment-driven insights, behavioral patterns, and creative art direction.

A snippet of data showing the most frequently used group wordings in 2019 and 2020 grouped in each occasion and ranked by YOY usage increase, enabling us to generate hypotheses rooted in sentiments.

The project's second phase focused on creating memorable visual representations of these insights. Our aim was to depict the distinctive situations in which the pandemic had disrupted our daily routines. Here are a few of those illustrations.

Gifts and Flowers Ramping Up on Travel Miles

Given the travel restrictions during the pandemic and quarantine, we visualized planes that were filled with gifts, replacing the many travelers who wouldn't be able to travel. It was a bit grim, but it perfectly illustrated the sentiment we all felt during that year.

A Surge in Personal and Supportive Messages

Cards took on a more personal and heartfelt tone, with an abundance of words of encouragement and support being shared, surpassing previous levels.

Virtual Unwrapping Parties

During the pandemic, people had to use FaceTime to connect with others, and this continued during the holidays, with more virtual unwrapping parties happening on Zoom than ever before.

The Rise of Personalized Gifts

This year saw a significant rise in the popularity and prevalence of personalized gifts, indicating a growing trend towards thoughtful and individualized gestures in gift-giving.

Honoring Essential Workers

The act of gift giving extends beyond our loved ones, as people have also shown their support by gifting essential workers within their communities.

Hopeful Beginnings: Welcoming 2021 with Anticipation of Togetherness

In the 2021 New Year's celebrations, people were hopeful for a brighter year ahead, longing for the return of togetherness after the challenges of the pandemic in the preceding year.

2020 Christmas Wishes: Safety, Reflection, and Hope for 2021

Christmas wishes in 2020 emphasized staying safe, acknowledged the unusual year, and hoped for a better 2021, reflecting the desire for a return to normalcy.

You can check out the 1-800 Flowers published Trends Report Gift Guide here.

The Evolution of Gift-Giving – Trends and Insights in a Post-Pandemic Era

As the pandemic drastically changed the way we, as a society, value and perceive gifts, it became clear that 1-800 Flowers needed to swiftly adapt to evolving customer behavior. Leading a research project, I delved into the diverse gift trends, spanning physical, virtual, and emotional gifts, which gained particular significance during this transformative period. Our goal extended beyond grasping current popularity; we sought to identify behaviors that had permanently reshaped the art of gift-giving. This shift wasn't confined to those close to us; it extended to communities at large.

By unearthing these insights, our aim was to equip 1-800 Flowers with valuable knowledge to stay at the forefront of an industry adjusting to this profound societal shift in how we perceive and engage in gift-giving.

CHALLENGE - Identify key long-term gifting trends from the post-pandemic and propose actionable strategies for 1-800 Flowers to capitalize on these trends, ensuring they remain competitive in the evolving landscape of customer behavior.

SOLUTION - This resulted in a comprehensive exploration of the various choices available for sending thoughtful gesture or gift to someone, allowing us to categorize them into understandable macro and micro consumer behavior trends.